Workshop about building truly remarkable companies, for EO Berlin. From Purpose to Product to Promotion.

1. www.buzzer.biz
Buzzer © 2009 - confidential
Building a Buzzable Business

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The Story of…
Word of Mouth Marketing
Giving people a reason to talk about
products and make it easy to do so.

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Buzz for Buzzer

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Pimping 250 Products

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Buzzable ≠/=
+

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Worth talking about.
Pimp Your
Purpose.
Emotionalize
the Experience
Boost the
Buzz.

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Buzzer © 2009 - confidential
You.

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Urgency & Opportunity
&

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There’s another reason.

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EO Berlin Buzzability Status
You/Purpose Team Customers Market Align
10.0
9.0
8.0
7.0
6.0
5.0
4.0
3.0
2.0
1.0
0.0
Series1 6.6 6.2 7.1 3.0 5.6
Buzzability Score
Buzzability EO Berlin
Only 3 above 8
80% < 5
Only 2 > 6
2 teams score > Only 2 above 8
entrepreneur

11. www.buzzer.biz
Buzzer © 2009 - confidential
Your Buzz.

12. www.buzzer.biz
Buzzer © 2009 - confidential
The Buzzability Index
Engineers
(love tech)
Idea Companies
(can’t execute)
Quiet Heroes
(EO)
Buzzable Business
Startup
Mind the Store
Product Hypes
(hit & run)
Purpose
Experience
Buzz Alignment
Drifters

13. www.buzzer.biz
Buzzer © 2009 - confidential
So try to be Apple, right ?

14. www.buzzer.biz
Buzzer © 2009 - confidential
Building a Buzzable Business
Boost the
Buzz.
The Market’s
Story (about you)
Emotionalize
the Experience.
Your Customer’s
Story
Pimp Your
Purpose.
Your
Story

15. www.buzzer.biz
Buzzer © 2009 - confidential
Alignment =
Boost the
Buzz.
Emotionalize
the Experience.
One Story.
Pimp Your
Purpose.

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Pimp Your Purpose
Pimp Your
Purpose.
Your
Story
1. Bigger.
2. Smaller.

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Pimp Your Purpose
“Choose a mission that's sufficiently epic”
Phil Libin, CEO Evernote

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Purpose 1.0
Write down your company’s
current purpose.
1. Mission
2. Long Term Objective
3. ‘Why’
4. BHAG

19. www.buzzer.biz
Buzzer © 2009 - confidential
Bigger: Climb Maslow’s Needs Pyramid
https://www.youtube.com/watch?v=XjJQBj
WYDTs#t=173

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Bigger: Fix the Root Cause

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Bigger: Disrupt an Industry

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Smaller: Make it Very Concrete.

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Smaller: Worldchampion @ Korfball

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Sticky: Create an Enemy

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Sticky: Connect with a Theme

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Buzzer © 2009 - confidential
Exercise: Pimp your Purpose
1. Make it Bigger
2. Make it Smaller
3. Make it Sticky

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Buzzer © 2009 - confidential
Lost your Purpose ? Here’s Some Clues.
Feedback
from Clients.
“When am I
my best ?”
What do you
do different ?
“What will your
competitors never do ?”
Frustration
“What is (still)
bugging you ?

28. www.buzzer.biz
Buzzer © 2009 - confidential
Exercise Pimp your Purpose
Create a Purpose Mindmap
1. Focus: frustration, difference, customers
2. Pimp: Bigger, Smaller, Stickier
3. Formulate (draft) Purpose 2.0
4. Do the Hero Test

29. www.buzzer.biz
Buzzer © 2009 - confidential
Buzzable Purpose MindMap
Purpose 1.0
Purpose 2.0
smaller
bigger
sticky
frustration
different
clients

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The Hero Test: Is Your Purpose…


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Timer
Buzzer © 2009 - confidential

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Promote the Purpose: Buzzable Words.

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Cylinder Heads…
We Fix
Car Repairs.

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Online Physiotherapy…
Why ? To transform physiotherapy from an
adhoc fix for complaints to a structural tool
to improve health and increase vitality.
How ? By finding and developing new
methodologies and technologies.
Upgrade
Health.

35. www.buzzer.biz
Buzzer © 2009 - confidential
Step 2: Emotionalize the Experience
Emotionalize
the Experience.
Your Customer’s
Story
I’m in business. Why
focus on emotions ?

36. www.buzzer.biz
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Emotions = Brain is On
“Everything which
is not emotional is
not relevant for
the brain”.

37. www.buzzer.biz
Buzzer © 2009 - confidential
Step 2: Emotionalize the Experience
Emotionalize
the Experience.
Your Customer’s
Story
Clients will grow your
business for you.
You can compete on what
you want to compete on.

38. www.buzzer.biz
Buzzer © 2009 - confidential
Emotions Travel…

39. www.buzzer.biz
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Create an
extreme
benefit.
Disrupt
Expectations/
Change rules
How.
Emotionalize
the Experience.
Your Customer’s
Story

40. www.buzzer.biz
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Extremely Guaranteed

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Extremely Cheap

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Extremely Fast…

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Extremely Agile…

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Extremely Consistent.
Women are not allowed
on the premises.

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Extremely Surprised, Skilled & Subscribed.

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Extremely Fair.

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Extremely Transparent (& Funny)

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Extremely Fitting Your Needs
THE AMAZON WHISPERER
ON THE TRAIL OF A MYSTERIOUS
ONLINE COMPANY THAT HAS
CRACKED THE SECRET TO MAKING
PRODUCTS PEOPLE WANT.

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ExtremelyWeird
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Disruptive Subscriptions

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Disruptive Pricing (1)

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Disruptive Pricing (2)

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Disruptive Pricing (3)

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Disruptive Emotions (for Pensions)

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But hold on !
I need to do a million
things right, how can I
make a difference ?
Where will I find the tools,
technology and how do I
fund creating it ?

56. www.buzzer.biz
Buzzer © 2009 - confidential
Tablestakes vs. Buzzability
Outsource
Automate
Standardize
Tablestakes
Commodity
Min. Requirements

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BusinessClever: Outsource

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Automate
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Plugin Technology
http://lover.ly/shop

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Innovation in the Clouds
“The cloud is now disrupting every
industry. The world’s most advanced
technologies are not only available to
large enterprises but can be accessed by
anybody with an internet connection”
Cloud CIO

61. www.buzzer.biz
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People as Plugin Technology

62. www.buzzer.biz
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Incubators, Accelerators, Entrelanceurs

63. www.buzzer.biz
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Exercise: Hackathon
+
‘Hack a Thong’

64. www.buzzer.biz
Buzzer © 2009 - confidential
The Mini Hackathon
“…who makes innovative
customizations or combinations”
“…who combines excellence,
playfulness, cleverness and
exploration in performed activities”
Hacker:

65. www.buzzer.biz
Buzzer © 2009 - confidential
Exercise: Hack your Product.
Together with your Hackers, create an
emotional customer experience:
• Create an Extreme Benefit
• Disrupt Expectations/Break Rules
• Leverage Open Source Innovation
Step 1: Owner describes customer experience 1.0 (30 sec.)
Step 2: Your hackers will propose changes (3 min.)
Step 3: Summarize into new customer experience (1 min)
Step 4: Hackers give Buzz score (30 sec.)
Step 5: Present & Mention Buzz Score

66. www.buzzer.biz
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The Emo Test: Must Your Customers Buzz ?


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For the Owner…

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Start Hacking !

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Take Home Actions
1. Organize a
Company…
2. Collaborate
3. Crowdsource
a Pilot

70. www.buzzer.biz
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Free Tool: Experimentation Board

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Boost da Buzz
Boost the
Buzz.
The Market’s
Story (about you)
Notice
Turn Brains on
Experience
Let them try
Share
Create
Conversations

72. www.buzzer.biz
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Bypassing The Lizard Brain: Disruption
Pay
Attention
Sleep
Panic

73. www.buzzer.biz
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Disruptive Stories

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We all love a good conflict.
If these guys had
wanted to
understand
eachother, we’d
have missed some
great excitement.

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Great Conflicts.
If Nick and Eddie would see eachother’s
perspective we’d have missed this classic.

76. www.buzzer.biz
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Perspective
A) I am angry at you
B) Look out for the
bus
C) My finger hurts
D) Watch out, I am
about to sneeze

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Disruption = Attention
RSI Syndrome ?
Keep Clicking.
Back Problems ?
Time to Surf.

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More ?

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Trial
Experience
Let them try

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Tons of Trial

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Social & Shitty Storytelling.
Help, my baby is
shrinking !

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Personal stories
Upload Photo & Get a Print
(from the photoprinter you consider buying)

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Trying chicken: an adventure.

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Huhntersuchers in the oven

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Try the Review

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Try Killing my Pet

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Try your Knowledge
• Cool Blue: experts
• Product reviews on Youtube
• Meet experts in the shop

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Create Conversations
Share
Create
Conversations

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Creating Conversations

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Start Conversations: the Challenge

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Social (network) conversation starters
Would you save my life ?
Question that triggers social network
friends to become organ donors.

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Make Customers Santa Claus

93. www.buzzer.biz
Buzzer © 2009 - confidential
Create your own Publicity
1. Create the Disruptive Headline.
2. Create Research/Poll that will back it up.
3. (Ask a blogger/journalist for input).
4. Deliver article with data to journalist.

94. www.buzzer.biz
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Exercise: Disruptive Headline
Your disruptive
headline

95. www.buzzer.biz
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Alignment =
Boost the
Buzz.
Emotionalize
the Experience.
One Story.
Pimp Your
Purpose.

96. www.buzzer.biz
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Willem & Building Buzzable Businesses…

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Follow & Ask Me…
willem@buzzable.biz
@sodderland
#buzzable
www.buzzable.biz
slideshare/sodderland